Advocating the Brand Africa: Final of the UNWTO Inspiration Africa – Branding Challenge
Advocating Brand Africa is one of the ten priorities of the UNWTO Agenda for Africa – Tourism for Inclusive Growth, needed now more than to help restore market confidence and build a strong destination image so as to restart tourism in the continent. A strong brand image will help kick start and accelerate the process of recovering from the unprecedented impacts of the COVID-19 pandemic.
In this regard, in June UNWTO launched the Inspiration Africa – Branding Challenge to identify the most creative, innovative and disruptive communications campaigns promoting powerful and inspiring stories about the continent. These stories all provide a positive narrative for the region and reposition Africa as a competitive, attractive and safe tourism destination in the minds of future travellers.
More than 200 proposals from top international specialists in the fields of marketing, communication and advertising were submitted. The challenge culminated in a virtual final on 16 October 2020. Here, the top ten finalists were presented and a winner was announced.
The Awards Ceremony also provided the occasion to host a high-level roundtable with renowned tourism experts who exchanged and debated on the topic: “Restoring market confidence and building a strong destination image: steps and strategies to brand Africa in the Covid-19 era”.